We'll go to Acquisition -> Campaigns -> All Campaigns report. Let's move into Google Analytics and see how the above structure looks in Google Analytics reports.įirst, navigate to your Google Analytics and follow along. What Does Structure Look Like in Google Analytics? The green row is the source, the blue row is the medium, the purple squares are the term values, and the red squares are the content values. The campaign is “academy.” Every link to the Measurement Marketing Academy page has UTM parameters. Here is a diagram showing our UTM structure for our Measurement Marketing Academy. An Example of UTM Parameter Best Practices Doing a little work up front to define your parameters will pay massive dividends down the line. Organizing your UTMs is essential to your overall marketing strategy. For example, if you have four ads running on Facebook with the same headline but different images, you can see which images are resonating with your audience by describing the image in the utm_content tag. You can indicate the headline of the ads you used or the subject line of an email campaign.Īnother optional parameter is utm_content, which indicates something about the content of the ad or traffic source. Use the utm_term parameter to indicate the headline or ad campaign you used to generate the traffic. Now you can see whether the traffic from paid ads is more valuable than the traffic from Facebook shares, even when the source (Facebook), is the same. Common types are “cpc” for paid ads, “share” for social shares, and “email” for links in emails you send to your list. The utm_medium parameter indicates the type of traffic. If you use Infusionsoft for email campaigns, then the links in your emails would contain “Infusionsoft” as the source.
For example, Facebook and YouTube are sources of traffic. The utm_source parameter tells you what brand of platform sent you the traffic. What product or service are you promoting with the link? Use the utm_campaign parameter to denote the purpose of the traffic. Use this guide to help you understand the correct use of UTM parameters Let's start by reviewing what each of the UTM parameters represents in the real world. The most important part of using UTM parameters is organizing them effectively. Tracking your traffic with UTMs is easy to understand. Beyond the Basics – Using the Proper Structure You can begin shaping your reports into something as we showed in our opening video. When you navigate to this URL, the Source/Medium report will show the value of the utm_source and utm_medium values. Once the form is complete, the URL Builder spits out a URL that looks like this: The UTM parameters after the “?” are used by Google Analytics to track your traffic sources First, get used to what a link with UTM parameters looks like so you can begin to recognize them yourself. We'll discuss the proper structure of your UTMs in a second. They'll look like this: Google's URL Builder allows you to build UTM parameters into your link You can use the URL builder to add UTM parameters to a link to activate the tracking you need.Įnter your details into the form. To get a feel for how they work, check out Google's URL Builder tool. Let's get you started using UTMs right now.
GOOGLE ANALYTICS UTM BUILDER FREE
(Note: Want to start tracking your traffic like the Pros? Get the Traffic Tracking Toolkit as part of your free “Toolbox” membership.) When someone visits your website by clicking a link, you'll use UTMs to find out where they found out about your site.įor example, you'll know how many visitors came from Facebook ads as opposed to YouTube videos. This helps make your reporting even more granular and A/B test ad copy.UTMs are used to track external traffic to your site. This is an optional parameter.Ĭampaign Name – this identifies the specific name of your campaign – this could be the name of a product you are selling or an offer you are driving traffic toĬampaign Content – the name of the individual advert the URL is promoting. This should indicate a specific post, advert or emailĬampaign Term – used for PPC campaigns, this is the paid keywords or terms covered by the advert. This could be Google, a social media platform like Facebook or a content distribution platform like OutbrainĬampaign Medium – the marketing medium of the traffic. Include the or prefix depending on how your domain is configuredĬampaign Source – the source/referrer of the URL. URL – the URL you want to add parameters to. Just fill in the following boxes with relevant information about your URL and generate a unique URL which you can track in Google Analytics.
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